Red Bull has sold the world (way) more energy drinks than it needs

Red Bull has sold the world (way) more energy drinks than it needs. But there’s much more to the company’s story than meets the eye, as this Bloomberg video explains (watch, runtime: 5:54). The company’s mysterious founder, Austrian entrepreneur Dietrich Mateschitz, made sure that its tagline (Red Bull gives you wings) communicated a very specific message. It promises to make your life more adventurous, more thrill-seeking. And it reinforces this through wild, big-budget marketing campaigns (such as Felix Baumgartner’s record skydive), the ownership of sports teams, and the creation of globally-recognized extreme sports competitions.